Isn’t blogging a damn hard work?
You’re killing yourself to make the most out of each post – writing, editing and promoting the hell out of it.
And yet hardly anyone seems interested in what you offer.
Wouldn’t it be great though if these people showed at least some interest in your app or service? Signed up for a demo, downloaded your guide or heck, even visited the homepage?
Here, let me show you how to make that happen.
Offer an Irresistible Incentive
One of the main challenges with converting blog traffic is driving visitors to your main website. When you think of it, that’s not why they came to the blog for in the first place. And chances are they aren’t that much interested in your product or service.
But you can motivate them to be.
How? By presenting an irresistible incentive.
An incentive is something that can motivate a person to take action. It works for a simple reason – it helps making the decision easier.
In online marketing an incentive is typically an appealing element such as discount, bonus, special offer or promise constructed to stimulate a desired action.
Whatever incentive you choose though, for it to work you need to communicate it to visitors. And there are 4 main ways to do that:
Display a Static Ad
Most blogs feature some sort of incentive in the sidebar – a banner or a signup form.
AdEspresso’s blog for instance features a stylish ad offering a 2 weeks free trial.
It converts at approx. 0.4%.
Use A Scrolling Ad
Many of your visitors will miss the top sidebar banner. They either developed banner blindness or simply don’t pay attention to it.
But you can still reach them with a scrolling ad.
The main difference between a scrolling ad and the traditional banner one is that as a visitor scrolls down to read the entire post, the ad scrolls down with them.
AdEspresso features a small scrolling ad too achieving a higher conversion that it’s static counterpart – 0.76%.
Display a Notification Bar
With notifications bars like HelloBar you can place a small coloured bar at the top of your blog and communicate whatever incentive you offer your visitors.
Play on Visitors Curiosity with a Navigation Link
Lastly, include a link back to the home page from your blog navigation. But instead of simply using a label such as “home” or “main site”, play on the visitor’s curiosity.
CoSchedule blog features only one link in main navigation asking, “What is CoSchedule?” Needless to say, it arouses curiosity and makes users click.
Email sells and I’m sure you know this already.
Converting traffic to leads with it however is a much longer process though but offering the highest return.
- According to SEEWhy report for instance, email is the best converting traffic source in Ecommerce, bringing over 67% of traffic that buys.
- Its average ROI is $44.25 for every dollar spent.
- And 90% of customers prefer to receive email updates from retailers.
If you’re not building a list then, you’re missing out on a huge marketing opportunity.
Here are few ways to collect emails on your blog.
These days you can see popups, the lightbox style windows communicating an offer in return for email signup on almost every site and for a reason.
They convert like crazy.
AdEspresso’s popup converts at around 2.5% each month.
In his last week’s awesome guide to lead generation with Facebook ads, Massimo defined a lead magnet as:
“[…] anything that your potential customers will find valuable. You’re going to offer it for free in return for their email and consequently a chance to develop a relationship with them.”
A classic lead magnet example is an eBook. There are however many other content types you could use to collect visitors’ emails:
Free tools. Hubspot’s Marketing Grader is a good example. The tool allows you to grade the marketing effectiveness of your site, in exchange for an email of course.
Templates / Checklists. Whitespark offers a Review Handout Generator allowing users to print instructions on how to leave a Google review for their business.
Discounts. Many Ecommerce and B2C websites offer discounts for the first purchase if you sign up for their mailing list.
Email Courses. Create an educational resource your visitors need and offer it for a sign up. Enchanting Marketing, one of my favourite blogs offers a free, 16-part writing course.
But you need more than just a lead magnet
To fully understand how to generate leads with a lead magnet, let’s examine the exact steps a visitor’s going to take:
- Visitor lands on a blog post and reads the content.
- Visitor sees a call to action (CTA) offering the lead magnet. This is typically placed underneath the post (or in any other place clearly visible to a reader). On this blog we feature a strong lead magnet CTA at the bottom of each post.
- Visitor clicks the CTA and arrives at a landing page.
- They fill in a form and get the offer.
Therefore for a successful lead magnet campaign you need a strong offer, compelling call to action and a landing page that converts visitors to leads.
Remarket to Your Blog Visitors
Remarketing helps you reach out to people who have previously visited your website. It allows you to show visitors’ ads based on actions they have taken on your site.
Many business sites target users who have abandoned a purchase or have indicated interest in a particular product or service.
But you can also use it to convert blog visitors too.
Services like Retargeter allow you to display banner ads for your company when your blog visitors browse other sites.
But does it really work?
It did for Wordstream. After just 18 months of remarketing to blog visitors they saw a 300% increase in engagement and 51% increase in leads (source).
Target Readers Deeper in the Buying Cycle
Apart from targeting visitors with various offers you should also develop separate strategy to attract people deeper in the buying cycle.
Once a buyer entered what’s known as the Evaluation stage, he or she begins to compare different alternatives. They want to learn as much about the product but are also eager to discover new solutions.
That’s where your blog comes handy.
You can use your posts to attract these buyers to your business. But for that you need to use a few different content types.
A webinar gives you a way to educate attendants about something that will benefit them while presenting you as a credible source and building trust in your brand. For example, we do weekly webinars on Facebook Ads.
And drive email signups.
Buzzsumo for instance enjoys robust 20% conversion of webinar attendees to paid customers (source).
Case studies work as indirect recommendations, giving your potential clients a chance to see how your way of working worked out in practice. And thus see how it could work for them.
They build credibility and show evidence through stories, the most powerful marketing tactic. And most importantly, they give your visitors a reason to try out your products or services.
The biggest challenge in blogging is generating any positive ROI from it. It’s one thing to create breath-taking content attracting swarms of readers. Converting them into subscribers or paying customers is another.